More Summer Newbies for Tonic

Please welcome our latest batch of Tonicians. A really nice batch indeed. Mostly digital but 100% passionate. So in order of appearance in our offices….

Reem Al Shak’a who joins us as Business Manager is known amongst Tonicians as the “Happiness Advocate”.

Reem is Palestinian, born and raised in Dubai. She graduated with a degree in Mass Communication (Advertising) from the American University of Sharjah in 2009, and has been working in the field for the past 5 years.

She started off in media as a Media Planning Executive at Starcom MediaVest on the Mars account and after a year and a half moved to Face to Face to work on the Unilever account.

She joins Tonic with a LOT of excitement (probably due to caffeine). After handling the beauty category for the best part of 4 years, she is quite thrilled about the change. She looks forward to learning more about the industry and being exposed to new ways of thinking through Tonic’s strategy and approach to briefs.

Wassim El Sabeh who joins us as Social Media Manager is known amongst Tonicians as the “Social Media Maverick”.

Wassim is an advocate for social media and a strong believer in the power of its adoption. He brings more than five years of digital media experience in handling automotive, IT and FMCG accounts.

Prior to his tenure at Tonic, Wassim was social media manager at the digital arm of Publicis Groupe Middle East, managing and implementing social media campaigns to a number of global brands across different industries.

Wassim began his professional life working in event planning in Cyprus, where he earned his bachelors degree in communication, organizing social, corporate and media events for a number of private and government entities.

In addition to strong digital content creation, project management and planning skills, Wassim is passionate about musical composition and production.

Saniya Saifi who joins us as Digital Designer is known amongst Tonicians as the “Pixel Pixie

Her parents being from Japan and Pakistan she’s our official in-house “Japaki”. Born in Tokyo, she grew up in Dubai. Before being a Tonician, she was a Momo at Momentum/Dubai, the digital wing of FP7/DXB for the past two and a half years, practicing pixel magic on international brands such as Harvey Nichols, Berisdorf and Subway.

Tonic welcomes her with warmest wishes and she’s settling in nicely. In this chapter of her life at Tonic, she will be consuming the energy that she gets from late night pizzas on digital projects such as social media, websites, applications and anything new that comes up in the digital world.

She looks forward to growing as a person and a professional, challenging her own creativity, and design pretty, powerful and effective products.

Pablo Javier Salgado who joins us as Digital Creative Director is known amongst Tonicians as the “Intangible Hunter”.

Pablo is a digital creative from the old school, with young spirit and hungry to learn day by day, he came to Dubai 2 years ago as a pixels tamer.

He has around 14 years of experience working in digital projects and before joining Tonic he worked at Ogilvy & Mather Chile and then he was part of the digital creative team at Cheil Dubai – Samsung.

Pablo is from Chile, a lengthy and thin country with a variety of environments from the desert to the antarctic icebergs.

He thinks that the meaning of life is to give life a meaning, because it is too short to be anything but HAPPY, every day may not to be good but there’s always something good in every day. He likes and appreciates the little things, and forget about the money because it comes and goes.

His life’s recipe could be something like: sing in the shower, sketch your thoughts and ideas, work hard, surf, rock, skate, dance, sleep and dream. Slow down the pace to learn to listen and learn to ask. Be hopeful, faithful and courageous, strong, free and overall stay rad.